Late-Arriving iPhone X Costs Apple Market Share

Casey Spencer |Wednesday, December 06, 2017

APPLE HAS SEEN its share of the smartphone market shrink in the United Kingdom due to the late release of the iPhone X.

According to a new report from Kantar Worldpanel ComTech, iOS share dipped in several major markets in the three months ending in October 2017 while Android made gains. However, giants like Huawei, Xiaomi, OPPO, and Vivo must be feeling the tension as Apple has obtained a small, but noticeable 0.5 percent market share jump in China to 17.4 percent. If Apple was able to launch the phone on time, it probably would have, because delaying the release by over a month had a significant impact on the company's market share.

Larger falls were seen in other markets, as can be seen in Kantar's chart below, and Kantar has an explanation as to why it might be happening.

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"As of October 2017, 35.3% of Apple's installed base customers across Europe and the U.S. had owned their iPhones for more than two years - up from 30.1% a year earlier and signifying considerable pent-up demand within Apple's base". In the three months to end October, the share of iOS fell in key markets.

The research showed that the Urban China market is maturing, with the top five players all posting strong growth and the long tail of challenger brands falling away rapidly. Share rose 0.5% in China and 4.4% in Spain.

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